haha… love the emoticon references.
they have always made stuff that is streetwear. most people didn't know what streetwear was back in 2009. hell, they made allover print hoodies back in like 07 when that shit was popular in streetwear. they are just becoming more popular outside of snow now. it is still a small brand and while their design work changes from season to season slightly they still make the dopest stuff out. every snow brand copies them too. just look at how much they have influenced the entire segment.
street culture and action sports have always been intertwined. Of course their style will evolve and grow, that is natural. they are pioneers in snow and starting to gain serious traction outside of it too. it only helps skiings cred with the rest of the world that think we are rollerbladers on snow.